Go to market strategy

[Llewellyn]

we have a protein water brand which will be the first in South Africa to launch as a bottled cold drink post gym for fitness enthusiast and general protein consumption we have the product we have the website what is the best strategy to maximize our conversions and go to market

[Stefan_CXL]

You're launching in a tough market - crowded, commoditized. To win, you need more than a decent product and a Shopify site.

1. Radically differentiate.
If you’re the “first protein water in South Africa,” make that mean something. That’s a wedge, but not a moat. Why should anyone care? Build a sharp positioning angle - not “hydration + protein,” but something sharper. Think “the only recovery drink engineered for runners” or “protein for people who hate protein shakes.”

2. Show up where your buyers are, at the moment they want it.
Be where the sweat is: gyms, running trails, races. Don’t just do branding. Sample. Educate. Convert. Activation needs budget. No one will Google “protein water.” You have to put it in their hand.

3. Test your way into the best messaging and channel-audience fit.
Don't blow money on a nationwide campaign. Take R1000-R2000 and test different angles digitally - different messages, hooks, and images. Use meta ads and TikTok to test quickly, cheaply. Kill losers, scale winners.

4. Subscription is smart.
Makes restocking frictionless. But you need to earn it. Most people don’t subscribe to “meh” products. Test messaging and incentives (“never miss a recovery window again,” or “free delivery, always”).

Speed matters. So does being different. Don’t look like every other “health drink” brand. Make people stop, think, and say “WTF is this?”
That’s how you start momentum.